Food labeling is on the rise because its aim is to emphasize product quality and the number of labels increases on the market. Introducing larger numbe of labels on food products creates additional confusion for consumers who do not know the meaning and purpose of the labels, which leads to problems because it is not known whether labels create added value for consumers at all. The purpose of this paper was to determine the effect of highlighting region of origin in relation to highlighting certified regional quality label on perceived quality and willingness to pay for product. The method used in this paper is a survey questionnaire tested on Croatian consumers. The literature indicates that region of origin and certified label (regional quality labels) have an impact on the consumer's perceived quality and willingness to pay, especially for people with high attachhment to place. The region being surveyed by the questionnaire is Lika, and the object of research is quality label Lika Quality. The results of this paper indicated the influence of the region of origin on the perception of quality for schnapps and potato and willingness to pay a higher price for potato. The role of the regional quality label Lika Quality increases the perceived quality of cheese, and the willingness to pay a higher price for schnapps. The moderation effect of attachment to region has not been confirmed. The results of this paper can be used as a suggestion to Lika food producers to better understand specific issues related to consumer perception and behavior and to further develop and promote their own products. LAG LIKA as a holder of quality label Lika Quality should increase the promotion of Lika products with Lika Quality label, in order to make consumers more familiar with them.